Connie Weaver, the Chief Marketing Officer of the financial services business TIAA, has pioneered the notion of an “engagement brand” – by redefining the TIAA brand as a customer experience. Below, I followed up with her to get more insight into what it takes to execute an experience-based brand promise from a process, systems, accountability and mindset perspective.
About Stephen Diorio
Stephen Diorio is an established authority in go-to-market innovation with over 25 years of experience helping sales and marketing executives to use modern sales and marketing approaches to measurably grow sales, improve marketing productivity, and differentiate the customer experience. Mr. Diorio has worked with over 100 marketing leaders - including: Armstrong, American Express, CBS, DuPont, IBM, Janus Funds, Morgan Stanley, Ricoh, SunTrust Bank, Staples, UPS, and US Bank - to execute leading edge digital transformation, brand publishing, and sales enablement programs. Stephen is an expert on how technology can improve sales and marketing effectiveness – he authored the book “Beyond e: 12 Ways Technology Will Transform Sales & Marketing Strategy (McGraw-Hill)” and “Brand Publishing: A CMO Blueprint for Managing Content Operations at Scale”. Mr. Diorio leads the Digital Transformation practice at Digital Surgeons, a leading design and innovation agency. Before that, he built Profitable Channels into a leading go-to-market strategy consultancy, and was a Venture Partner at Trident Capital – a private equity firm that specializes in advanced marketing services and solutions. Stephen holds an MBA in Marketing from the University of Chicago, and a B.S. in Engineering from Bucknell University.
Entries by Stephen Diorio
Working hand-in-hand with a cross functional group of marketers to define and accelerate models for Direct-to-Consumer marketing, sales and engagement. Every brand is struggling to figure out how to adapt their go-to-market and distribution models the face of: An explosion of direct mobile, social and digital touchpoints for engaging customers The evolution of the customer […]
The Brand Publishing Institute Launches the Brand Publishing CMO Boot Camp, An Online Executive Education Program to Teach CMOs Publishing Skills That Are Now Critical to Doing Their Jobs
Raja Banerji, the Chief Marketing Officer for Life Sciences, Manufacturing and Energy & Resources Business Group, Tata Consultancy Services has taken some market leading steps towards evolving marketing content operations to differentiate the customer experience with thought leadership and support account level marketing. Below, I followed up with him to get more insight into how the role of the CMO is being transformed by the need to become a publisher.
The Brand Publishing Institute and our faculty partners at PwC will be hosting a special gathering of the Digital Marketing Leaders at SxSW in Austin, TX on Saturday March 12
Stephen Diorio and Trish Shortell of the Brand Publishing Institute join Bruce Rogers of Forbes to present new research to take a detailed look at how leading marketers are leveraging technology to simplify, streamline and automate the marketing content supply chain, and reduce the cost and complexity of content operations
Recently a team of experts from the Forbes CMO Practice conducted interviews with leading CMOs to develop a research report entitled “Publish or Perish: A CMO Roadmap for Managing, Systematizing and Optimizing the Marketing Content Supply Chain”. The report deepens the conversation about how publishing is emerging as a critical marketing discipline that is essential to top line growth, and increasingly defines the role of the CMO.
Brand publishing – the creation, management and distribution of marketing and sales content at scale – has become essential the future growth of every business. Marketing content now represents over one quarter of the sales and marketing investment in most companies and is viewed as “the life blood” of modern marketing.